King Charles’ Highgrove Move Puts Him on Another Collision Course With Meghan Markle’s As Ever
It looks like King Charles and Meghan Markle’s lifestyle brands are in for another showdown.
Meghan Markle is already looking forward to the holiday season. The Duchess of Sussex has been working hard to launch exciting limited-edition items for her lifestyle brand, As Ever, with The Holiday Collection: Chapter One. This list included several giftable baskets, chocolate-covered fruits, chocolate bars, and a keepsake double-deck card set. It also features the coveted 2026 Holiday Advent Calendar, which showcases a photo of the Sussexes’ Montecito home on the cover and includes handmade chocolates.
This release put the holiday collections from King Charles’s brand, Highgrove Gardens, and As Ever at serious odds. The two brands have previously gone head-to-head in the lifestyle sphere with similar products, including a range of preserves and jams. Highgrove’s locally made collection of royal preserves has been a strong source of competition for Markle’s best-selling orange marmalade, alongside her raspberry and strawberry spreads.
Now, As Ever has dropped a teaser for the second chapter of its Holiday collection, set to launch on October 22. The brand took to social media to drop two posts regarding the same. The first one featured a photo of a sweet dog toy with the caption, “There's more to unwrap. Our latest holiday arrivals, with new gifts and seasonal favorites to discover. Arriving 10/22.” Meanwhile, the second showcased an elegantly set table with the caption, “The countdown is on. Just one more day until Chapter Two of our holiday collection arrives.” According to Rachel Avery of HELLO!, the collection is “centred around hosting and includes a quaint Trellis porcelain tea set.”
Unfortunately, Markle’s father-in-law decided to surprise her with an unexpected Highgrove Gardens launch on the same day. The brand took to social media to announce the same with striking product photos, accompanied by the caption, “We’re delighted to introduce a new collection in collaboration with ceramic experts, @cornishware. From teapots, mugs, and side plates to storage pots and dog bowls, each piece is hand-cast from Cornish clay and passes through at least 25 pairs of skilled hands.” Only time will tell if Markle’s As Ever and its latest launches can stand out amid the royal competition, but one thing is clear: the King and the Duchess can’t seem to stop subtly stepping on each other’s toes!
